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trademarks used herein under license.
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Roger D. BlackwellPaul W. Miniard
James F. Engel
Consumer Behavior
Requests for permission to make copies of any part of the work should be
mailed to the following address:
Permissions Department, Thomson
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5109 Natorp Boulevard
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trademarks used herein under license.
Shaping ConsumersOpinions
CHAPTER 15
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trademarks used herein under license.
Opinion Formation
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Opinion Formation
Opinion formation: the first time we
develop a belief, feeling, or attitudeabout something
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trademarks used herein under license.
Opinion Formation
Opinion formation: the first time we
develop a belief, feeling, or attitudeabout something
Comprehension: involves theinterpretation of a stimulus
When meaning is attached to the
stimulusThe meaning depends on whatoccurs during stimulus processing
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trademarks used herein under license.
Opinion Formation
Stimulus categorization:
classifying stimulus using themental concepts and categoriesstored in memory
The category to which a productis assigned will affect how theproduct is interpreted
Products and advertisements canbe miscategorized
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trademarks used herein under license.
Encouraging the Activation ofParticular Mental Categories
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trademarks used herein under license.
Opinion Formation
When consumers pay attention to
advertising, they may experience:
Cognitive responses: thoughtsevoked by the ad
Affective responses: feelingsevoked by the ad
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trademarks used herein under license.
Opinion Formation
Different advertisements require
different amounts of processing
Information-laden ads requireextensive processing, while simpleads require less processing
As consumers invest varying
amounts of cognitive effort incomprehending information, theywill have different interpretations ofadvertisements
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trademarks used herein under license.
Opinion Formation
Classical conditioning
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trademarks used herein under license.
Opinion Formation
The meaning, feelings, and likingassociated with one object can betransferred to another object bysimply pairing the two objectstogether
Classical conditioning
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trademarks used herein under license.
Opinion Formation
The unconditioned stimulus (US)evokes an unconditioned response(UR)
The unconditioned response can betransferred to a conditioned stimulus(CS) through simple association
Because this response arises from theconditioning, it is called theconditioned response (CR)
Classical conditioning
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trademarks used herein under license.
The Classical Conditioning Approachto Influencing Consumer Attitudes
Knives Sharpness(US) (UR)
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trademarks used herein under license.
The Classical Conditioning Approachto Influencing Consumer Attitudes
Product
Knives Sharpness(US)
(CS)
(UR)
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trademarks used herein under license.
The Classical Conditioning Approachto Influencing Consumer Attitudes
Sharp flavorProduct
Knives Sharpness(US)
(CS)
(UR)
(CR)
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trademarks used herein under license.
Product Irrelevant Stimuli CanEnhance Product Liking
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trademarks used herein under license.
Opinion Formation
It frees companies from theconstraints imposed by how well the
product actually performsSimple association works withoutrequiring consumers to undertake
extensive thinking during processing
The power of association in
shaping consumers opinions
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trademarks used herein under license.
Opinion Formation:The Content of Processing
The Central Process of OpinionFormation
The Peripheral Process ofOpinion Formation
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trademarks used herein under license.
The Central Process of OpinionFormation
Central process: process in whichopinions are formed from athoughtful consideration of
relevant information
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trademarks used herein under license.
The Central Process of OpinionFormation
Central process: process in whichopinions are formed from athoughtful consideration of
relevant informationThese opinions are very sensitiveto the strength or quality of the
relevant information presented
Ads describing brand advantageslead to more favorable opinions
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trademarks used herein under license.
The Central Process of OpinionFormation
The persuasiveness of an adsclaims depends on the thinkingundertaken during processing
The extent to which opinions aboutthe advertised product wereaffected by the ad claims depends
on the amount of product-relevantthinking during processing
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trademarks used herein under license.
The Influence of Advertising ClaimsDepends on the Thinking That OccursDuring Ad Processing
MoreLessAmount of relevant thinking during ad
processing
Favorability
of post-messageproduct
opinions
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trademarks used herein under license.
The Influence of Advertising ClaimsDepends on the Thinking That OccursDuring Ad Processing
MoreLess
Weaker adclaims
Stronger adclaims
Amount of relevant thinking during adprocessing
Favorability
of post-messageproduct
opinions
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trademarks used herein under license.
The Central Process ofOpinion Formation
What is the potential for nonclaimadvertising elements to provideproduct-relevant information?
When relatively little thinking isdone during processing, opinionsare unaffected by picture
manipulation
When more thinking occurs,opinions are more likely to change
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trademarks used herein under license.
The Influence of Pictures That ConveyProduct-Relevant Information alsoDepends on Thinking During Processing
MoreLessAmount of relevant thinking during ad
processing
Favorability
of post-messageproduct
opinions
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trademarks used herein under license.
The Influence of Pictures that ConveyProduct-Relevant Information alsoDepends on Thinking During Processing
MoreLess
Irrelevantad picture
Relevant adpicture
Amount of relevant thinking during adprocessing
Favorability
of post-messageproduct
opinions
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trademarks used herein under license.
The Peripheral Process ofOpinion Formation
Peripheral process: leads to theformation of opinions withoutthinking about relevant information
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trademarks used herein under license.
The Peripheral Process ofOpinion Formation
Peripheral process: leads to theformation of opinions withoutthinking about relevant information
Often attitude toward an ad is animportant determinant ofadvertising effectiveness in
shaping opinions
Peripheral cues: stimuli devoid ofproduct-relevant information
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trademarks used herein under license.
Peripheral Pictures Become MoreInfluential When Product-RelevantThinking Declines During Ad Processing
MoreLessAmount of relevant thinking during ad
processing
Favorability
of post-messageproduct
opinions
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trademarks used herein under license.
Peripheral Pictures Become MoreInfluential When Product-RelevantThinking Declines During Ad Processing
MoreLess
Negativeirrelevant
picture
Positiveirrelevant
picture
Amount of relevant thinking during adprocessing
Favorability
of post-messageproduct
opinions
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
The Peripheral Process ofOpinion Formation
The attractive picture causedsubjects to develop more favorableproduct opinions than did the
unattractive picture when th ink ingabout the products merits was
minimal
When thinking was more likely,opinions were unaffected by thepictures
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trademarks used herein under license.
Influence of Biased Processing
Other factors may bias or alter
information processing and causea change in how the information isinterpreted
Expectations and mood states maybias information
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trademarks used herein under license.
The Broken B Stimulus: Prior
Expectations Affect Perceptions
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trademarks used herein under license.
Opinion Change
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trademarks used herein under license.
Opinion Change
Any subsequent modification in an
existing opinion representsopinion change
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Opinion Change
Any subsequent modification in an
existing opinion representsopinion change
Whenever consumers have
opinions that may prevent themfrom buying a product,businesses may strive to change
consumers opinions
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Opinion Change
The need to change consumers
product opinions often arises formature products
O C
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Opinion Change
The need to change consumers
product opinions often arises formature products
Sometimes changing consumers
opinions requires improving orchanging the product itself(updating its image, packaging or
claims)
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trademarks used herein under license.
Opinion ChangeThe differential threshold: the
smallest change in stimulus intensitythat will be noticed
Just noticeable difference (jnd)
Webers law: achieving jnd dependson more than simply the absoluteamount of change
Consumers will perceive a $1.00discount as significant if it is on a$2.00 item, but not for a $100 item
Th Diffi lt f Ch i
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trademarks used herein under license.
The Difficulty of ChangingConsumers Opinions
Influencing opinions at the timethey are formed is easier thanchanging preexisting opinions,
especially if they are confidentConsumers resistance to change
varies from opinion to the next and
depends on whether it is based ondirect orindirect experience
Th D f Ch i
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trademarks used herein under license.
The Danger of ChangingConsumers Opinions
Making changes can improve theopinions of some but harm theopinions of others
Changes in a products image mayattract one segment but alienateanother
Sacrifices are acceptable as longas the losses are more than offsetby the new customers gained
H B i Sh
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trademarks used herein under license.
How Businesses ShapeConsumers Opinions
H B i Sh
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trademarks used herein under license.
Product name
Product packaging
ColorsPrice perceptions
How Businesses ShapeConsumers Opinions
H B i Sh
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Free product samples
Advertising
Product endorsersMessage framing
How Businesses ShapeConsumers Opinions
Th P d t N I fl
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trademarks used herein under license.
The Products Name Influences
Opinion Formation
The meaning derived from the namemay influence the opinion formedabout the product
When it conveys the wrongmeaning, sales can suffer
Th P d t N I fl
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trademarks used herein under license.
The Products Name Influences
Opinion Formation
Research on composite brandingshows the brand name appearingfirst has the strongest influence on
attributes associated with that nameDescriptive names and labels havealso been seen to influence
consumers opinions and behaviors
O d f C it B d N
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trademarks used herein under license.
Order of Composite Brand NamesInfluences Product Opinions
Th I fl f D i ti
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trademarks used herein under license.
The Influence of DescriptiveNames
Product Packaging Influences
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trademarks used herein under license.
Product Packaging InfluencesOpinion Formation
Product packaging createsexpectations of the product and itscapabilities including impressionsof how much product is inside thepackage
Packages are effective at drawingattention particularly when theyhave an unusual shape or are tallerand thinner as opposed to shorterbut wider packaging
Product Packaging Influences
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trademarks used herein under license.
Product Packaging InfluencesOpinion Formation
Me-too product packaging, whichimitates packaging of a leadingbrand, tries to create favorable
opinions with consumersStimulus generation occurs when,for an existing stimulus-response
relationship, the more similar anew stimulus is to the existingone, the more likely it will evoke
the same response
Color Influences Opinion
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trademarks used herein under license.
Color Influences OpinionFormation
Consumer opinions are often tied tothe products color (which conveys
meaning)
Color granules in detergents andcold capsules serve as a visual cuefor products effectiveness
Pastel colored vacuum cleaners areperceived to be lighter in weightrather than dark colored tones
Color Influences Opinion
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trademarks used herein under license.
Color Influences OpinionFormation
Colors of foods may changeexpectations of flavor and alsochange perceived flavor (vanilla
pudding that is colored chocolate)Websites that use blue screens areseen as more relaxing with faster
download times than those withyellow screens
Price Perceptions
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trademarks used herein under license.
Price PerceptionsNine-ending prices: when the last
digit of the price is the number 9, itsignals a lower price or is mentallyrounded down
Given a price of $19.99, it can beviewed as $19.00 instead of $20.00
Price Perceptions
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trademarks used herein under license.
Price PerceptionsReference pricing: information
about a price other than thatactually charged for the productis provided
Price Perceptions
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trademarks used herein under license.
Price PerceptionsReference pricing: information
about a price other than thatactually charged for the productis provided
Price tag may carry actual priceand manufacturer recommendedprice or price previously charged
Designed to encourage consumersto form a favorable opinion aboutthe reasonableness of the price
Free Product Samples Influence
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trademarks used herein under license.
Free Product Samples InfluenceOpinion Formation
Free samples (gifting) can beeffective when introducing a newproduct
They encourage trial and helpfoster positive opinions
Impact of Free Samples on Purchase
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trademarks used herein under license.
Impact of Free Samples on PurchaseBehavior: Free Samples Boost TrialPurchasing
Months 1 2 3 4 5 6
11.4%
16%
Based on eight brand composite
Percentageof house-
holdsbuying
Impact of Free Samples on Purchase
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trademarks used herein under license.
Impact of Free Samples on PurchaseBehavior: Free Sample-Induced TriersTend to Be Better Repeaters
Months 1 2 3 4 5 6
31.8%
35.7%
Based on eight brand composite
Percentageof triers
repurchasing
Advertising Influences Opinion
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trademarks used herein under license.
Advertising Influences OpinionFormation
Advertising Appeals
Advertising Influences Opinion
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trademarks used herein under license.
Advertising Influences OpinionFormation
Informational advertisingappealsattempt to influence consumers
beliefs about the advertised product
Emotional advertising appealstry toinfluence consumers feelings about
the advertised product
Advertising Influences Opinion
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trademarks used herein under license.
Advertising Influences OpinionFormation
Utilitarian advertisingappealsaimto influence consumers opinions about
the advertised products ability to
perform its intended function
Value-expressive advertisingappealsattempt to influenceconsumers opinions about the
advertised products ability tocommunicate something about the useof the product
Advertising Influences Opinion
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trademarks used herein under license.
Advertising Influences OpinionFormation
Advertising AppealsThe appropriateness of using aparticular type of appeal depends
on whats important to consumersas they form their product opinions
Products can be valued for both
their utilitarian and value-expressiveproperties
Advertising Influences Opinion
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trademarks used herein under license.
Advertising Influences OpinionFormation
Advertising Claims
Advertising Influences Opinion
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trademarks used herein under license.
Advertising Influences OpinionFormation
Stronger claims create morefavorable product opinions
Relevancy makes claims stronger
Strength also depends on what thead conveys about the products
characteristics and benefits
Advertising Influences Opinion
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trademarks used herein under license.
Ad claim substantiation isimportant in opinion formation
Testimonials and product
demonstrations are effective waysto substantiate claims
Advertising Influences OpinionFormation
Advertising Influences Opinion
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Search claims: claims that can bevalidated before purchase byexamining information readily
available in the marketplace
Advertising Influences OpinionFormation
Advertising Influences Opinion
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Search claims: claims that can bevalidated before purchase byexamining information readily
available in the marketplaceExperience claims: claims thatrequire product consumption for
verification
Advertising Influences OpinionFormation
Advertising Influences Opinion
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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
Search claims: claims that can bevalidated before purchase byexamining information readily
available in the marketplaceExperience claims: claims thatrequire product consumption for
verificationCredence claims: claims whoseverification is impossible/unlikely
Advertising Influences OpinionFormation
Advertising Influences Opinion
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trademarks used herein under license.
Objective claims focus on factualinformation that is not subject toindividual interpretations
Subjective claims are ones thatmay evoke different interpretationsacross individuals
Objective claims are morepersuasive than subjective claims
Advertising Influences OpinionFormation
Advertising Influences Opinion
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trademarks used herein under license.
Advertising Influences OpinionFormation
Advertising Executional ElementsOther elements play a role in thepersuasion process:
Pictures
Camera angles
Typeface
Product Endorsers Influence
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trademarks used herein under license.
Product Endorsers InfluenceOpinion Formation
Association with brand may bereason enough to buy it
Endorsers may embody meaningsthat companies want attached totheir brands
Endorsers can help shape productopinions in several ways:
Product Endorsers Influence
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trademarks used herein under license.
Product Endorsers InfluenceOpinion Formation
Match-up hypothesis: endorsersare more effective when perceivedas appropriate for the product
Association with brand may bereason enough to buy it
Endorsers may embody meaningsthat companies want attached totheir brands
Endorsers can help shape productopinions in several ways:
Product Endorsers Influence
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trademarks used herein under license.
Product Endorsers InfluenceOpinion Formation
Endorsers may give testimonialsand provide evidence of products
attributes (make-up on a model)
Endorsers trustworthiness iscritical in increasing thebelievability of the ad claim
Endorsers may serve as aperipheral cue
Message Framing Influences
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trademarks used herein under license.
Gain-frame messages emphasizewhat is attained by following amessages recommendation
Loss-frame messages emphasizepotential costs incurred by ignoringa messages recommendation
Message Framing InfluencesOpinion Formation
Message Framing Influences
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trademarks used herein under license.
The loss-frame is more effective aslosses loom larger than gains (lossaversion)
Loss-frame messages are moreeffective when consumers are in apositive mood state
Message Framing InfluencesOpinion Formation
Message Framing Influences
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trademarks used herein under license.
Framing can also shape opinionsof the products affordability by
describing the products total cost
as smaller costs over time
Pennies-a-day strategy:decomposes a products price into
its cost on a daily basis
essage a g ue cesOpinion Formation
Perceived Scarcity Influences
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trademarks used herein under license.
Creating the perception of scarcityfor a product can influenceconsumer behavior
Scarcity effect: an object is viewedas more desirable as its perceivedscarcity increases
yOpinion Formation
Perceived Scarcity Influences
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trademarks used herein under license.
Can be done by communicating howlittle of the product is available orsuggesting that demand exceeds
supply
yOpinion Formation
Purchase Restrictions Influence
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Limiting how much consumers canbuy may lead to an increase indemand for the restricted item
Purchase restrictions: restriction isinterpreted as a signal of the deals
popularity and value, increasing its
attractiveness
Opinion Formation
Purchase Restrictions Influence
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trademarks used herein under license.
Consumers use the maximumnumber of units identified in therestriction as a starting point
and adjust downwards based onother considerations (a dealsattractiveness, budgetconstraints, etc.)
Opinion Formation
Moods Influences Opinion
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trademarks used herein under license.
Happy consumers are more likelyto interpret product information ina mood congruent manner
Good Moods: Consumers in apositive mood state have a greaterchance of forming more favorable
product opinions
pFormation
Moods Influences Opinion
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Salespeople can use humor in theirsales pitches or companies canengage potential consumers in
playful activities with direct mailpromotions that create goodfeelings and warm up prospects
pFormation